(Available also for Customised Training by Duration, Venue & Fee)
This course delivers five broad competencies:
1. Ability to develop marketing strategy to guide the plan for different brands in the company.
2. Ability to manage the performance of the company’s brands.
3. Ability to communicate and promote the brands successfully to the different customer segments.
4. Ability to monitor the profitability of each product category.
5. Ability to identify new market needs which brand innovation can meet.
• What a Brand is
• Brands and Products – the Total Product Concept
- the core product
- the expected product
- the augmented product
- the potential - Brand Perception
• Why are Some Brands Regularly More Successful than Others?
- What strong brands have in common
- Elements of a brand identity
- What makes a brand great
• The First Principle: Your CEO's Challenges
• Your Own P&L Challenges
• Positioning Your Brand
- Positioning the brand for the Head
- Positioning the brand for the Heart
• Finding and choosing the right market segment(s) to serve
• Brands Pricing Power Matrix
• Take Advantage of Every Opportunity
• Deciding Brand Activities
• The Three Battle Areas for Brand Leadership
• Market Battle Decisions
• Brand Strategy Canvas
• Brand Managers Responsibilities
- Sales revenue responsibilities
- Marketing budgets
- Profit responsibilities.
• A Compendium of Branding Terminologies
- Brand Essence
- Brand Planning
- Brand Architecture
- Brand Positioning
- Brand Domain
- Brand Value
- Brand Personality
- Brand Assets
Strategic Brand Planning
• The 5-Forces Model for Brand Managers
- Comparative prominence of rival brands
- Competence of rival companies
- Bargaining power of customers: channels and consumers
- Substitute products
- Threat of other brands share of pocket.
• The Battle for Market Leadership
- Mind share
- Market share
- Segment thinking - the STP model
Product Managers Planning Focus
• Making each product become a stronger brand
• Differentiating the brand from what competing brands offer
• Making one’s brands special for each different customer and consumer categories
• Keeping the customers loyal for a long period
• Reducing the cost of getting new customers
• Measuring the payback from advertising, sales promotion, and public relations.
• The Seven Steps of a Brand Plan
1. External analysis
2. Internal analysis
3. SWOT analysis
4. Brand strategy
5. Operational plan
• Brand Building Blocks
- The value proposition
- The relationship management
- The mental imagery – emotional perception.
• Rules of Competition & Market Strategy
- Sequence and time of actions
- Committing resources
- Seizing the initiative
- Out-performing competition
• Brand Profitability.
• Communications Mix
- Detailing and selling
- Projects and promotions
- Direct marketing
- PR and publicity
Total Marketing Communications
• Traditional media - tv, radio, out-of-home, press
• The Digital Marketing platform
• Working with creative, media and production agencies
• Activation techniques
• Consumer Sales Promo
• Trade Promo
• Sensitivity analysis of brand promotional expenses.